Iceberg

ICEBERG debuted on the market in 1974, back in the days when sportswear began marking the biggest mutation in modern patterns of dress and, along with, codes of behavior. For its part, Iceberg set in motion a twofold transformation: not simply sportswear, but knit sportswear.

Problem

Popular in the 1990s and early 2000s with licenses from Disney to splash their characters like Mickey Mouse and Goofy all over their fashion forward streetwear brand, by the end of the decade ICEBERG had taken a backseat due to the fast rise of streetwear brands like Supreme and KITH. Fast forward to 2017 when a refreshed ICEBERG presented its SS18 collection at the beat of edgy and popular music. Choosing as protagonists for its SS18 ADV campaign the Chicago rapper Vic Mensa who is signed to Jay Z’s Roc Nation and the Techno Princess Sita Abellan, the now reinvigorated brand needed a complimentary digital flagship store.

Solution

Airtilt partnered with ICEBERG’s internal brand and e-business teams to usher in a new era of the brand’s digital flagship store. We worked closely with the brand’s platform team and their multi-billion dollar parent company Gilmar S.p.A., to marry emotion, rigidity, and sensuality with best-in-class functionality. The web app was developed across detailed interactive wireframes, comprehensive responsive direction and design, rich editorial features with HTML and Magento prototypes to ensure pitch-perfect translation of design to development.

ICEBERG, the sportswear label owned by Italian fashion group Gilmar S.p.A., recorded a revenue of €70 million in 2017, and with the relaunch of their digital flagship store in Summer 2018, ICEBERG has set itself the ambitious target of €90 million or $100 million this year, equivalent to a growth of nearly 30%.